Impact of Digital Marketing on Buying Behaviour of Consumers in India

Digital marketing has transformed the traditional marketplace by enabling businesses to reach consumers through online platforms such as social media, search engines, and e-commerce websites. This study examines the impact of digital marketing on consumer buying behaviour in India. It explores how digital channels influence decision-making, brand perception, and purchasing patterns. Using secondary data from scholarly sources, the study finds that digital marketing significantly affects consumer awareness, preference, and purchase intention. The research highlights the importance of trust, convenience, and personalization in shaping online consumer behaviour. The findings provide insights for marketers to optimize strategies in the Indian digital ecosystem.